National And Tourist Identity Of Cities The Case Study Of Belgrade

The paper explores some key aspects of postmodern urban theory, empirical aspects of the common identity of European cities, their importance for the development of intra-continental tourism, acculturation and process of integration. In the context of the theory of consumer society and the concept of "experience society", the cities are treated as producers of touristic experiences. Based on the accepted explanatory framework and criteria, the focus of research is on the particular case of Belgrade, which simultaneously possesses the national and European identity. The results of the research related to important events, attractions, associations and symbols, based on the opinion of foreign tourists, are presented using previously established methodology and empirical data. Then the Top 10 ranking tourist attractions of the Tourist Organization of Belgrade, and a list of ten most visited attractions by tourists, are critically analyzed. The mutual comparative analysis of Top 10 list of attractions in Belgrade by two foreign sites, and their comparative analysis with the previous list of TOB is also presented. In this way, by identifying the touristic focal points which stand out as key markers of hybrid - local and European identity of the capital of Serbia. Finally, based on the analysis of successful experiences of European cities, one can determine the main directions for the reconstruction of the identity of Belgrade, as well as the creation of its new brand and touristic image.